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Creative Award
New York, United States
Dove - "Reverse Selfie (135s)" by ANDY Awards 2022

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TitleReverse Selfie (135s)
Agency
Campaign Reverse Selfie
Advertiser Unilever
Brand Dove
PostedJanuary 2022
Business Sector Cosmetics, Beauty Products & Perfumes
Story Ogilvy and Dove have been fighting unrealistic beauty standards since 2004. Sadly the beauty industry has become more toxic, and women’s confidence in their beauty is at an all-time low. To accelerate change in beauty our new platform Let’s Change Beauty is detoxifying beauty for Gen-Z women and girls through action.
 
We updated Dove’s iconic film from 2006 ‘Evolution’ for 2021. ‘Reverse-selfie’ starts with the perfectly edited selfie of what looks like a woman, and tracks the edits backwards until its true face, a 13-year-old girl, is revealed. The film's emotion comes from its authenticity.
But this is more than a film, it’s a movement to change selfie-culture. The film drove to the Dove Self Esteem Project’s free downloadable social media toolkits and guides. On social, Dove launched ‘No Digital Distortion’ with Lizzo as brand ambassador, utilizing her platform and followers for this important message.
 
Results
-Global earned impressions of 6 bn - 1.9billion in the first 2 days
-Over 20,000 Confident Kits downloaded since launch
-20.6M total organic campaign reach during the first 7 days
-95% positive sentiment for the campaign, including mentions and media driving to feed.
-Launch week well above channel averages within feed takeover: 26.18% avg. reach vs 8.62% in Q1
-UGC featured on the Dove global Instagram channel drove 8.9k reach (vs Q1 Av. 4.8k) and 94.7% completion rate (vs Q1 Av. 90.66%)
-45k+ visits to campaign page over first 3 days alone 1,575 pledge sign-ups, highest in week 1 for any campaign 
Media Type Case Study
Length
AI Description The Dove "Reverse Selfie" ad targets the modern issues of digital distortion in beauty standards through social media. The ad begins with a captivating image of a seemingly perfect selfie and visually reverses the editing process to reveal a 13-year-old girl, emphasizing the pressures young girls face to modify their appearance online. Featuring before-and-after shots, it highlights the prevalence of photo-editing and digital filters that mask natural beauty. The ad also mentions Dove's collaboration with Lizzo, who serves as an ambassador for body positivity and anti-photo editing initiatives. The film aims to encourage conversations around body confidence and digital manipulation among girls, parents, and educators, urging them to discuss the impact of social media on self-esteem. This initiative is part of Dove’s ongoing campaign to challenge unrealistic beauty standards, supported by free resources like the 'Confidence Kit' and social media toolkits to aid this cause. Captivating and emotional, the ad combines storytelling with social advocacy, driving home its impactful messages visually and through related statistics.
Production Company
VFX Company
Audio Post Production
Advertising Manager
Global Executive Creative Director
Global Creative director
Art Director
Copywriter
Copywriter
Director
Director of Photography (DOP)
Executive Producer
Lead VFX